John Lewis is to launch its first-ever advertising campaign for its insurance business this weekend.

The £5m campaign shows a families possessions gathering on the lawn, with the endline ‘If it matters to you, it matters to us.’ The TV advertising campaign will be complemented by a social media campaign, with a competition in which Vine users can submit videos of what matters to them most, in a bid to win £1,000 of John Lewis vouchers.

Marketing Director, Craig Inglis, said: ‘In a market crowded with insurance advertising, we wanted to create a truly standout campaign that focused on the things in our lives that we all care most about.’

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